Creating 5 Steps to Creating Insanely Accurate Buyer Personas
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The key to effective marketing is understanding your buyer - that's where buyer persona's come in. Adele Revella, President of the Buyer Persona Institute shares her unique perspective on building great buyer personas.
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Creating 5 Steps to Creating Insanely Accurate Buyer Personas
- 1. IT’S TIME TO YOUR MARKETING TRANSFORM Webinar: 5 Steps to Creating Insanely Accurate Buyer Personas
- 3. Source: Corporate Executive Board
- 5. Shaping your buyer’s vision at the of the sales process is SALES FUNNEL VERY BEGINNING Critical
- 6. HOW?
- 8. Persona Name What’s wrong with this template? Industry / size Geography Age, gender Education Goals Challenges Reads Attends Buyer’s Journey Discover Learn Evaluate Purchase Photo
- 9. Sales persuades one buyer at a time.
- 12. What makes this problem become an urgent priority for this buyer? What are this buyer‘s expectations for success? What barriers prevent this buyer from choosing you? What process makes it easy for this buyer to choose you? What criteria this buyer uses to compare options? Five Rings of Insight™
- 13. Buyer Personas Need to Focus on Buying Decisions! Photo The Priority That’s Triggering My Need for This Solution: This Initiative Will Be a Success If: What is Preventing Me From Making This Decision: What I’m Evaluating About Each of the Solutions I’m Considering: My Role in the Buying Process for This Solution: Persona Name My Top Priorities Overall
- 14. Insights require probing questions first
- 15. Ask for the Buyers’ story Take me back to the day when you first started looking for a ________ solution. What happened? “ “
- 16. Similar insights? One persona CIO/VP of IT in all industries CMO/Director of Marketing in Healthcare CMO or Director of Marketing in Finance
- 17. Buyer experts (aka…marketers) know … WHAT WHO WHERE WHEN HOW WHY Buyer Expert To include in messaging & marketing content Sales people & lead generation campaigns should target To prioritize marketing investments Buyers will respond to sales people & campaigns To focus on marketing efforts that impact buyer’s choices Your strategy has the highest potential to achieve your goals
- 18. Prepared by FullQuota on behalf of Microsoft meaningful relevant
- 20. Prepared by FullQuota on behalf of Microsoft
- 21. TODAY!
- 22. You can do-it-yourself FREE PERSONA DEVELOPMENT TOOLKIT Includes:
- 23. Or let us help you! PERSONA DEVELOPMENT WORKSHOP #getmybuyerpersona FullQuota.com/GetMyBuyerPersona Reserve your spot today! Availability is limited.
- 24. .com ARE YOU READY TO YOUR MARKETING? TRANSFORM CONTACT US TODAY AT
Notes de l'éditeur
- Adele Revella - President, Buyer Persona Institute, Inc. Marketing keynote speaker, workshop leader, author, The Buyer Persona Manifesto
- Image source - Purchased from iStockphoto (http://www.istockphoto.com/license) Istock Photo -File #: 18596624
- At the end of the day, shaping your buyers vision begins and ends with you identifying your target buyer and target buyer persona. The foundation of great marketing and sales is understanding who this person is and what makes them tick. So, Adele there is ton of advice out there about how to identify and develop buyer personas. In our experience a most of it isn’t very useful. Why is that? What needs to be different?
- That’s very interesting!
- Source Marketing Sherpa, 2011 B2B Marketing Advanced PraticesImages: purchased from istockphoto.com
- Source Marketing Sherpa, 2011 B2B Marketing Advanced PraticesImages: purchased from istockphoto.com
- That’s very interesting! So, what steps should our audience take to start developing “real”, insightful buyer personas?
- I met with a potential customer of our the other day and they told me they had over 20 buyers personas and they wanted to understand what it was going to take to develop content for each of their personas! Adele, this s what you do. Do me favor. Settle this debate. How many persona’s do marketers really need to develop?
- Ok. Let’s say we’ve got three buyer personas, how does that help to marketers on this call?
- Image: purchased from istockphoto.com http://www.istockphoto.com/stock-photo-12078901-nerd-in-retro-vest.phpYour target buyers have interests, problems, questions. Now that you know then. Speak to them. Be transparent. Hide nothing. Share insights. Create research. Answer questions before they ask. Tell amazing stories they can relate to. Make them laugh. Establish trust
- Image: photo courtesy wallygrom http://www.flickr.com/photos/33037982@N04/6178912266/sizes/o/in/photostream/
- Image: courtesy miniOnion http://www.flickr.com/photos/minionion/5927628227/sizes/l/in/photostream/
- Thank you all for spending the time. And if you have any additional questions, of course, you can email me at reed.overfelt@fullquota.com or go to FullQuota.com.